Monica Hovsepian, Global Industry Strategist, OpenText

The tumult of the last few years has thrown many challenges at financial services. Geopolitical and social evolutions have met head on with technological upheaval to threaten the previously settled order of the sector.

Luckily, that very same technological upheaval has allowed financial services institutions (FSIs) to innovate. Faced with new competition from fintechs, challenger banks, and big tech, FSIs have transformed the way they deliver products and services to customers over the last decade or so. It would be unthinkable now, for example, for a customer to have to visit a branch with their banking book to pay in or take out money from their accounts.

So much has changed. But change, it seems, is never finished. As younger generations become consumers and employees in their own right, they are bringing their own ideas about how they would like to live, work and engage, and FSIs need to keep evolving to cater for them.

Of course, this has always been the way of things: to some extent, adapting to the changing demands of customers is old hat for FSIs. It’s just that now, the tactics used to do so have evolved. Rather than focusing solely on Customer Experience (CX), FSIs must move to a focus on delivering Total Experience (TX) if they are to rise above the heated competition that continues to drive innovation across the sector. And, by delivering the Total Experience, FSIs also appreciate the benefits of Operational Experience (OX) and efficiencies.

CX + EX + OX= TX: the full formula for FSI success in the digital age

In its simplest terms, TX is the optimisation of both CX and employee experience (EX). To add a bit more colour, it is a recognition of and approach to the idea that only through elevated employee experiences and improved operational efficiency can the best possible customer experience be delivered. Investing more holistically across what matters to the customer delivers stronger returns than focusing on isolated areas.

Or, since this is a formula-driven industry for numbers and formulas, let’s express this idea another way: CX + EX = TX (ROI).

It’s well reported that delivering excellent digital customer experiences is increasingly defining for today’s FSIs. The Financial Brand, for example, reports that banks with customer-centric cultures are 60% more profitable than others. Yet other reports suggest that many customers are dissatisfied with the experience that banks are offering.

So, why is that?

Well, in order to provide the seamless, personalised digital experiences demanded by today’s customer, banks need a 360-degree view of customers, across the entire enterprise, at each stage of their journey. Technology is already in place to enable this, but the discipline of customer lifecycle management is still under-developed in FSIs, resulting in fragmentation of backend systems and disconnects between different employees and business units.

This disconnect then translates into the experiences that FSIs deliver to their consumers, as it leads to frustration for employees as they struggle to locate and manage customer data between siloed systems quickly and easily. It stands to reason that putting CX and EX together is the way forward for banks looking to find the formula for success in the digital age and deliver operational efficiency.

Lifting all boats – how to achieve total experience in FS

As John F. Kennedy once said, ‘the rising tide lifts all boats’. FSIs can adhere to this idea by investing in technology that elevates the experiences of both customers and employees, creating a virtuous cycle of optimisation that will form the foundations for long-term success.

Data can be a friend to FSIs here, rather than a foe. With the sheer amount of it available to businesses in the sector, it can seem daunting to even approach the task of wrangling data into insights and then actioning those insights.

It needn’t be: leveraging the latest innovations in technology can help to integrate key CRM systems to ingest, analyse, manage and distribute the content needed to support all customer-related business processes. Doing so will offer employees a single source of truth to support any customer process or enquiry, thereby improving EX at the same time as optimising the data available to improve CX.

In a world of unpredictable demand and shifting priorities, FSIs that invest in these integrated solutions stand to benefit from real-time, 360-degree view customer information, used to empower employees to provide superior service, deliver optimized customer experiences, enforce governance and risk management and reduce operational costs.

Gartner estimates that, by 2024, organisations providing a total experience will outperform competitors by 25% in satisfaction metrics for both CX and EX. In a game of fine margins like financial services, that’s a level of competitive advantage that you don’t see on offer every day.

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